Product / ServicePROPILOT
CategoryA03. Cars & Automotive Products & Services
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN
Production BIRDMAN Tokyo, JAPAN
Production 2 TYO INC Tokyo, JAPAN

The Campaign

Easy queuing with Autonomous Drive technology ProPILOT. Nissan who aims to spread the use of Autonomous Driving focused on the most familiar congestion in daily life: queuing. They developed special chairs for queuing using an Autonomous Drive technology ‘ProPILOT’ that reduces the stress of traffic congestions. This idea sparked news globally, instantly spreading the benefit of Autonomous Driving.

Creative Execution

STEP1: Announced the launch of ProPILOT CHAIR and called out for entries online for stores. STEP2: Installed the chairs in stores (registered online). STEP3: ProPILOT CHAIRS are now used as a brand asset of NISSAN in CES or other exhibitions.

Describe the success of the promotion with both client and consumer including some quantifiable results

/Media Budget:0 USD /Earned Media Value in Japan: 7,400,000+ USD /Twitter impression: 2,410,000,000+ imp /The ProPILOT equipped model became the best seller in 2016.

Explain why the method of promotion was most relevant to the product or service

We turned a Chair into a leading sales person to promote Nissan’s technology. “ProPILOT CHAIR” which was created using Nissan’s self-driving technology “ProPILOT” is an astonishing product that automatically take you up to the front of the line. The introduction movie showing the product spread widely across SNS. And we had a lot of orders the ProPILOT equipped model. As a result, this model became the best seller in 2016.

In 2016 Nissan launched its ProPILOT technology. ProPILOT can reduce the stress in traffic jams. but no one would want to listen to all this information. So we decided to transform Automotive news into Life news.


Name Company Position
Kazoo Sato TBWA\HAKUHODO Chief Creative Officer
Takahiro Hosoda TBWA\HAKUHODO Senior Creative Director
Takaya Masuda TBWA\HAKUHODO Art Director
Tetsuya Umeda TBWA\HAKUHODO Planner / Copywriter
Hideyuki Kobayashi TBWA\HAKUHODO PR Planner
Kazuoki Uedo TBWA\HAKUHODO Interactive Producer
Takuma Fuji TBWA\HAKUHODO Account Director
Mari Nakasu TBWA\HAKUHODO Account Executive
Takuma Sakai TBWA\HAKUHODO Account Executive
Mitsuru Narita TBWA\HAKUHODO Account Executive
Yoshiki Okayasu TBWA\HAKUHODO Account Director
Akihiro Okamoto TBWA\HAKUHODO Account Director
Takeru Kobayashi BIRDMAN Inc. Technical Director
Satoshi Imanishi BIRDMAN Inc. Device Engineer
Takuro Ito BIRDMAN Inc. Interactive Director
Iku Ando BIRDMAN Inc. Project Manager
Hideaki Hamatani TYO inc Executive Producer
Kenichi Shimada TYO inc Producer
Masato Goto TYO inc Director
Junichi Inoue TYO inc Direcotr
Ryo Ishida Freelance Cinematographer
Natsuho Takeuchi TYO inc Production Manager
Takafumi Yamamoto TYO inc Production Manager
Toshihide Murata Hakuhodo i-studio Interactive Creative Director
Saki Kato Hakuhodo i-studio Interactive Designer
Goshi Makki Hakuhodo i-studio Interactive Producer
Jun Mori Hakuhodo i-studio Technical Director
Alexandre Zabava Kartz Media Works PR Co-ordinator
Kaori Koizumi Kartz Media Works PR Co-ordinator
Yuichiro Yoshino SHIBUTONA.LLC Designer
Website URL